存在强势零售商时双渠道制造商在线推介策略研究  

Study of Dual-channel Manufacturer’s Referral Strategies with a Dominant Retailer

作　　者：窦晓乐 郭强[1] 李增禄[1] 聂佳佳[1] DOU Xiao-le;GUO Qiang;LI Zeng-lu;NIE Jia-jia(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院

出　　处：《运筹与管理》2019年第10期192-199,共8页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71672153);四川省科技计划项目(2015GZ0083-1);“一带一路”专题研究项目(268YDYLY08)

摘　　要：研究了存在强势零售商时双渠道制造商的推介策略问题。首先,以零售商弱势模型为基准,研究发现:较大的推介市场规模有助于制造商采取都推介策略,且零售商和制造商具有高度一致的推介策略偏好。其次,构建零售商强势决策模型,发现相对零售商弱势而言,制造商推介策略存在显著变化:当推介市场规模较小时,若批发价格较高,则制造商采取都推介策略;当推介市场规模较大时,若批发价格较低,则制造商仅推介官方商城。当且仅当推介市场规模和批发价格同时较小或较大时,零售商与制造商才能达成推介策略共识。此外,无论零售商弱势或强势,都推介策略下消费者剩余和社会福利优于仅推介官方商城策略。The referral strategies problem of dual-channel manufacturer is studied with a dominant retailer. First, we establish the model considering a weak retailer. In this benchmark, we find that: a large referral market size can encourage the manufacturer to recommend the consumer to an official store and retailing store. In this case, the retailer and manufacturer have high consistency in the referral strategies. In the decision mode with a dominant retailer, compared with the benchmark, when the referral market size is small, if the wholesale price is large, the manufacturer refers the consumer to the official store and retailing store;when the referral market size is large, if the wholesale price is small, the manufacturer refers the consumer to the official store. If and only if the referral market size and wholesale price are larger or smaller, the referral strategies of the retailer are in consistence with the manufacturer. In addition, we also study the consumer surplus and social welfare under different referral strategies.

关 键 词：双渠道 推介策略 强势零售商 消费者剩余 

分 类 号：F270.5[经济管理—企业管理]